When It Comes To YouTube Product Reviews, Over 60% Of 18-24 Year Olds Trust Popular YouTuber Endorsements
With millennials spending about 11 hours a week on average streaming video content from sites like YouTube, it should be no surprise then that, in recent years, marketers have focused their attention toward digital media and, more specifically, on marketing to the 750 million American millennials. So much attention, in fact, that Adweek recently reported that brands spend 500% more on video content targeted at Millennials, than on any other demographic.
However, before you jump to buy ad space on YouTube, consider this: The same article also indicates that 60% of millennials prefer online videos because they feature ads that "are easily ignored." In other words, pre- and mid- roll YouTube advertising is largely unacknowledged by a majority of the millennials who frequent the site (therefore signaling that money spent on those ads may be wasted). As this comes to light, video marketers have been tasked with getting their message to millennials in a meaningful and effective way.
Enter the YouTube influencer ("YouTuber"). We have already covered the vast number of ways that self-made, popular YouTube celebrities are changing the media landscape. Now, we would like to consider the direct impact that YouTube stars and their endorsements in YouTube product reviews have on what's stylish, desirable, and interesting to their targeted niche audiences—and the purchases that follow:
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